The country is going digital, a technical term for watching TV through your fingers. First, there was a certain nautical sporting event. Then the tense Breaking Bad finale. Now there's Hello Ladies, (8.30pm, Thursdays, SoHo), the new sitcom from that tall bloke from The Office and Extras.
It's hard to watch - in a good way. As we've seen from the Ricky Gervais sitcoms he co-wrote (and appeared in), and the rom-com I Give it a Year (in which he gives the best "worst best man speech" of all time), Stephen Merchant plays what you'd imagine is an exaggerated Stephen Merchant, who is so cringeworthy I watched most of the show in super-high def digital. The same character, in other words.
He's excellent at being awkward of course. As the pale, ungainly wannabe living in a town known for its tanned, beachy beauty, he's nonetheless desperate to convince his LA acquaintances of his Casanova talents.
The premise is simple but it works, most of the time. In the promising first episode, he packed his "groin cloths" (condoms) into his shirt pocket, cranked up the Cypress Hill and drove to a new club with his screwball buddies, after a pretty young actress mentioned she'd be there. They looked as cool as the Entourage crew until one of them opened the car door straight on to the kerb.
Inside was no better as he crashed through the expensive round of drinks he'd just talked himself into buying, landing in front of the woman he'd hoped to impress while shouting an inane line about masturbation.